Grasim to phase out all regional cement brands

Grasim Industries Ltd of the Aditya Birla Group has decided to gradually phase out all regional cement brands. It will focus on consolidating its cement business with its three existing national brands-Birla Plus, Birla Super and Birla Ready Mix. The revamping is aimed at leveraging the company’s brand equity. Cement business accounted for 45 per cent of the revenues of GIL and 30 percent to the profit before interest, depreciation and tax in 2003-2004.